HCBE Faculty Articles

Title

Managing Innovation and Marketing in a Globally Dynamic Firm: Best Practices in Management at Diageo

Document Type

Article

Date

1-1-2015

Publication Title

Advances in Social Sciences Research Journal

ISSN or ISBN

2055-0286

Volume

2

Issue

5

First Page

47

Last Page

61

Description

Organizing and coordinating the activities of a business organization for the purpose of achieving its objectives is the goal of management. As such, management as a whole is extremely important in smoothly running a corporation and maintaining a profitable business. All the day-to-day activities can only be accomplished properly if there is good management in place. It covers all aspects of a business including marketing, daily operations, and innovation. This paper elaborates on the innovation and marketing strategies of Diageo, while using the company as a comparison for highlighting the positives and negatives of using certain management philosophies, practices and concepts that have made them successful in the alcoholic “drinking” industry.

DOI

http://dx.doi.org/10.14738/assrj.25.1168

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